MENUMENU
  • Services
    • Services
      • Search Engine Optimization
      • Local SEO
      • Generative Engine Optimization
      • Digital PR
      • Content Marketing
      • Email Marketing Services
      • Lifecycle Marketing
      • Paid Media Advertising
      • Social Media Marketing
      • Creative Design Services
      • Conversion Rate Optimization
      • Website Design & Development
      • Amazon Marketing Services
      • Franchise Marketing
      • Franchise Development
      • National to Local Marketing
      • Reporting and Data Analytics
      • Digital Marketing Strategy
  • Who We Serve
    • Who We Serve
      • Franchise Marketing
      • B2B Marketing
      • Lead Generation
      • Ecommerce
      • We Build Custom Strategies
      • View Sample Industries
  • About Us
    • About Ignite Visibility
      • Our Story
      • Our Values
      • Our Team
      • Clients
      • Diversity & Inclusion
      • Our Blog
      • Marketing Resources
      • Franchise Marketing Resources
      • Careers
      • Hiring Notice
  • Case Studies
  • Awards
  • Contact
  • 619.752.1955
Home / Blog / Why Retargeting Growth Should be a Blogging KPI

Why Retargeting Growth Should be a Blogging KPI

July 22, 2015 By John Lincoln

Why Growing Your Retargeting Distribution Should Be at the Core of Your Blogging Strategy
Why Growing Your Retargeting Distribution Should Be at the Core of Your Blogging Strategy

Retargeting is an excellent way to further build brand awareness, increase your conversions and give potential customers additional chances to close the sale. If it’s not already a part of your overall online marketing strategy, you’re losing market share to competitors. It’s also a great way to promote the blog that you use for content marketing purposes to drive traffic to your site.

What is Retargeting?

Retargeting (sometimes called remarketing) is a digital marketing tactic that uses browser technology to keep your brand in front of people who’ve expressed an interest in your product or service.

Here’s how it works: A person visits your website and doesn’t make any transactions. While on your website, your ad service (e.g., Google AdSense) places a digital “cookie” (basically, a technological footprint that says the person visited your site) in the person’s browser. Then, when that same person visits other websites that use the same ad service that you use, he or she will see an ad for your website. In fact, it’s very likely that the person will see your ads at numerous sites, especially if you’re using a top-tier ad service such as AdRoll or Google AdSense.

The idea behind retargeting is simple: You want to maintain a presence in front of people who’ve expressed enough of an interest in what it is that you’re offering to have visited your website on at least one occasion. It’s a great way to gently remind people that you’re still out there in the event that there’s further interest.

Use Cases for Retargeting

So when would you use retargeting? Here some possible use cases.

  1. Catching the one that got away

Somebody visited your site in an effort to do some comparison shopping. Then, that person decided to go visit another site to check out what’s being offered there. During this comparison shopping process, the consumer is using Google to perform searches and visiting other websites.

Wouldn’t it be great if that person saw ads for your brand on another website? That’s exactly what will happen with retargeting. While the consumer is shopping around and performing routine online research, he or she will see ads for your company on other websites. In some cases, those ads might appear on the websites of competitors.

Retargeting is a great way to throw your bait back out at the big fish that got away. It gives people another chance to finish the sale.

  1. Limited Time Offers

Perhaps you have a time-sensitive offer in the works. It’s a great deal for some product or service that you’re offering. However, it expires in a month.

Retargeting is a great way to reach out to people who’ve expressed an interest in your site, but didn’t close, perhaps because the price was a bit high. If that’s the case, retarget those people with a special offer that requires a sense of urgency. That might just give them the gentle nudge that they need to revisit your site and make the purchase.

  1. You Want to Upsell

Perhaps your product or service is offered in “standard” and “premium” flavors. If that’s the case, then you should retarget people who purchased the standard offering for an upsell to premium.

For starters, yes, retargeting does give you the opportunity to segment your customers based on interest and purchases. That’s one of the outstanding features of using retargeting as a marketing strategy: it allows you to retarget to a very specific market, thus maximizing cost effectiveness.

For those people who have purchased the standard product or service, they might be very happy with it and perfectly willing to upgrade to the premium version… if only they had the right incentive. You can provide that incentive with retargeting. You can also combine the upsell retargeting effort with the “limited time” special deal retargeting effort mentioned above to give people an even better reason to upgrade.

  1. Build Brand Awareness

Sometimes, it’s a great idea just to remind your market that you’re out there. That’s another great reason to use retargeting.

This use case is just a classic case of recognizing the basics of consumer psychology. If people have forgotten about your brand, even after they visited your website, then you’re obviously going to face challenges reaching that market. With retargeting, you can keep your brand in front of them and, hopefully, in their memory. Then, when they’ve decided that it’s time to make a purchase, it’s possible that your company is the first one that will come to mind.

Retargeting as a Supplement to Inbound Marketing

Hopefully, you’re already using content marketing to drive traffic to your blog. If that’s the case, then you can use retargeting with content marketing to increase your reach.

Using content marketing, people will find your site’s blog by searching for keywords in Google and finding your article that ranks high on Google’s search results and provides helpful information. Then, when someone lands on your blog, you can add a cookie to the visitor’s browser that can be used for specific retargeting purposes.

For example, if someone lands on your blog post about mobile site optimization, your website would drop a cookie in their browser indicating that the visitor expressed an interest in search engine optimization (SEO) for mobile sites. Then, when that person is visiting other sites around the web, he or she would see your retargeting ads specifically advertising your mobile SEO services.

Retargeting: The Stats

Retargeting seems effective at face value. By employing it, you’re giving people additional chances to convert the sale, so statistically it just makes sense.

However, there are more concrete statistics that point to the effectiveness of retargeting. For example, comScore found that, out of all the various online marketing strategies available, retargeting lifted trademark search behavior a whopping 1,046%.

It gets better. According to research from Toluna, nearly three in five online buyers in the United States said that they notice ads for products that they searched for on other sites. That same research shows that 30% of people who saw a retargeted ad had a positive or very positive reaction to the ad. Only 11% expressed a negative reaction to the ad. Also, the Toluna study shows that half of those surveyed had visited two or more sites to research a purchase, meaning that they were doing some type of comparison shopping. In those cases, retargeting is especially helpful because it’s a reminder of at least one option for purchase.

Further, according to research from Chango and Digiday, the top four words that surveyed media buyers use to describe retargeting are:

  • “Efficient”
  • “Effective”
  • “Smarter”
  • “Necessary”

The same survey of almost 300 professionals in the U.S., Canada, and the U.K. showed that more than half of respondents planned to increase their retargeting budgets in the following fiscal year. Also, the research showed that one in five marketers has a dedicated budget for retargeting. More than half of respondents said that their objective from retargeting is to either increase brand awareness (34.9%) or increase brand revenue (23.1%).

Multinational corporations that are household names use retargeting, as a further testament to its effectiveness. Back in 2012, Jeff Jarrett, then VP of Global Digital Marketing at Kimberly-Clark, said: “We do retargeting because it is clearly an opportunity to target an interested consumer. We use ad retargeting and search retargeting across the variety of Kimberly-Clark brands. If a consumer visits our property and expresses an interest, there is an opportunity to take advantage of that interest. We have seen some good results. Consumers who visit the brand site are 20 percent more likely to act on a message than a consumer who has not expressed this interest.”

Also, retargeting efforts that employ social media are particularly effective. Facebook Exchange (FBX) is Facebook’s advertising platform specifically designed for retargeting. AdRoll examined more than a billion impressions from over 500 advertisers on FBX. These included ads that ran on the right-hand sidebar, in the newsfeed itself, and just standard web retargeted ads. The results were astonishing: The FBX ads accounted for 15% of the clicks, even though they were just .5% of the overall ad impressions.

Other Advantages of Using Retargeting

In addition to the conversion rate statistics mentioned above, there are other benefits to using retargeting that should not be overlooked.

For starters, you’ll have less incidental traffic. Your ad campaign strategy might use particular keywords that will trigger for a search that’s totally unrelated to what you’re offering. When that happens, curious Google users might click on your link just to see what’s going on at your site. These people will leave almost immediately, resulting in a cost to you that was a complete waste of money.

When you use retargeting, people who have already expressed an interest in your company are seeing your ad. Then, if they click on the link, it’s probably out of a sincere interest to make a purchase.

Also, retargeting gives you a boatload of free impressions. People who have visited your website will see your retargeted ads all over the place. This is a great way to build brand name recognition. Even if they don’t convert immediately, they’ll still be inundated with a message about your company.

Finally, you’ll see a reduced cost for retargeting as compared with traditional search engine marketing (SEM). Depending on your industry, you could easily pay $20-$50 for a click based on a keyword if you opt for traditional SEM. However, a retargeting click can cost considerably less, as little as $1 to $2, depending on your industry. This is why it’s great to use content marketing to bring people to your blog – because it’s cost effective as compared with SEM. Once you’ve brought people to your site with proper content marketing and SEO, you can target those visitors for remarketing. That will give you a very efficient digital marketing strategy.

Don’t let your competitors leave you behind. If you’re not using retargeting as a means to convert sales, then you’re missing out on a great return on investment.

Related Posts

  • Ignite Visibility, your Blogging Company in San Diego

    Blogging and social media marketing are really the future. Not only is blogging becoming the…

  • Content Marketing or SEO: Which is More Important?

    Which is More Important? This question was asked today on reddit, and I wanted to…

  • Should you do Article Directory Links for SEO?

    Should you build links using article directories? That is the question that Matt Cutt's tackles…

About John Lincoln

John Lincoln (MBA) is the CEO of Ignite Visibility, a top performance marketing agency backed by Mountaingate Capital. A digital marketing strategist and keynote speaker, Lincoln has managed over 1,000 marketing programs for brands like DoorDash, HBO, Tony Robbins, and Experian. Under his leadership, Ignite Visibility has been named a leading digital marketing agency in the U.S. and made the Inc. 5,000 list six times. Lincoln also spearheaded the development of CertaintyTech, a cutting-edge media mix modelling and forecasting platform. An award-winning marketer, Lincoln has authored three books, including Advolution (2022), and produced films such as SEO: The Movie. Recognized as a Top Business Leader, he has been featured in Forbes and The New York Times and spoken at global events like Web Summit and SMX. Lincoln's mission is to empower businesses through innovative digital strategies while reinvesting in clients, employees, and the community.

About Ignite

Ignite Visibility is a premier full-service digital marketing agency. We were founded in San Diego, CA but are now a 100% remote-first company with Igniters and clients around the globe.

Ignite Visibility is one of the highest awarded digital marketing agencies in the industry, works with some of the biggest brands in the world and is a 6x Inc. 5000 company.

noun-trading

Our Services

Ignite Visibility offers Award-Winning Services including comprehensive full-funnel digital marketing strategies. Learn more about our most popular service offerings below:

  • SEO Search Engine Optimization
  • PPC Pay Per Click
  • Email Marketing
  • Social Media
  • Creative
  • View All Services

Contact Us. Let’s Chat!

  • This field is hidden when viewing the form

Marketing Guides

SEO In 2020: How To Prepare For Major Disruption

"SEO: The Movie" - Have You Seen Our Film? Watch Now

"Social Media Marketing: The Movie" - Have You Seen Our Film? Watch Now

Amazon Seller Central vs Vendor Central

Listen To The Podcast Featuring The Best Minds In Marketing

John Lincoln Interviews Global Director of Digital Marketing & Strategy at Qualcomm, Jessica Jensen

Check Out 227 Free Online Marketing Classes

The 2020 Guide To Dominating SEO With Advanced Schema

Learn More About Our Digital Marketing Agency

Learn More About Our SEO Services

Learn More About Our Paid Media Services

SELECT CATEGORY

Become A Contributor

Interested in writing for Ignite Visibility?

APPLY NOW

noun-chat

Let's Chat

Ready to grow your online visibility and sales?

Request Your Free Proposal

Work With Us

NEWSLETTER // SIGN UP NOW










noun-strategy

Free Marketing Resources

  • Digital Marketing Resources
  • Marketing Strategy Videos
  • Weekly Marketing News Recaps
noun-strategy

Most Popular Blogs

  • How Long Does SEO Take?
  • Multi-Location SEO: Top Strategies
  • Google AI Overviews: Everything You Need to Know
  • Technical SEO 101
  • 18 Google Ad Extensions You Should Use
  • Complete Guide to Google Responsive Display Ads
  • Capitalizing on Local Service Ads
  • How SEO and PPC Work Together
  • Community Management Best Practices
  • B2B Social Media Marketing Guide
  • VIEW ALL BLOGS
noun-letter

Join Our Newsletter

CONNECT WITH US

  • facebook
  • twitter
  • instagram
  • youtube
  • linkedin

Services

  • Search Engine Optimization
  • Generative Engine Optimization
  • Pay Per Click Management
  • Social Media Marketing
  • Email Marketing
  • Conversion Rate Optimization
  • Website Design & Development
  • Creative Design
  • Content Marketing
  • Digital PR
  • Franchise Marketing
  • Digital Marketing Agency Services

About

  • Our Team
  • Our Values
  • Clients
  • Industry
  • Reviews
  • Careers
  • Marketing Resources
  • Privacy Policy & Service Terms
  • Advertising Disclosures
  • Sitemap

Contact

4370 La Jolla Village Drive
Suite 320
San Diego, California 92122

619.752.1955

Join The Newsletter

Sign up for our newsletter to get the latest from Ignite Visibility.











google parther logo

©2025 Ignite Visibility. All Rights Reserved. Privacy Policy and Terms of Service